In an attempt to position the Golf marque as the best in class model in the hatchback car market, VW has launched a TV ad highlighting how it has become a ubiquitous name referred to in many contexts.
From a witness to a road traffic incident to a woman renting a hire car, the public are seen using the word ‘Golf’ as a descriptor for a hatchback car that isn’t actually a Golf.
Released: 13 August 2009
Project name
Like a Golf
Client
Morna Steel, Marketing Communications Manager; Josie Taylor, Communications Manager
Brief
Reinforce perceptions of Golf as benchmark in its segment.
Copywriter
Dylan Harrison
Art director
Feargal Ballance
Account Planner
Georgia Challis
Business Directors
Jonathan Hill, Paul Billingsley
Account Director
Paul Mitcheson
Production Company
Academy Films
Director
Seb Edwards
Producer
Juliet Harris
Post Production
Framestore
Media Agency
Mediacom
Media Planner
Luke Bozeat
To mark the launch of its new Amarok pick-up, Volkswagen aimed to demonstrate the power of its new model by using it to demolish a 67 m high steel chimney weighing 140 tonnes.
Volkswagen has used typography and illustration in its latest email campaign that encourages the viewer to scroll and steer the message across the screen.
© Haymarket Media Group Ltd.